CASE STUDY: Just Eat
Since Autumn 2017, The Nisse Consultancy has provided media and presentation coaching services to Just Eat, the FTSE 100 group that operates a leading global marketplace for online food delivery. This has included working with the senior leadership, including the UK managing director, on sensitive communications issues, preparing senior technical managers for TV interviews, and training a wide range of Just Eat executives for external media and presentation engagements. Among the communications challenges The Nisse Consultancy has helped address at such a diverse company is how to translate technical language and jargon into engaging stories for a lay audience, and how to enable team members from around the world to communicate effectively in English, even if it’s not their first language.
CASE STUDY: HBOS Reading victims
It is always important to remember what the objective of a campaign is, and our work with the SME Alliance is an object lesson in retaining focus on the prize. When six bankers and advisors were sentenced to over 47 years in jail for their roles in a massive fraud centred on HBOS’ Reading branch, battle was joined to secure compensation for the scores of victims from Lloyds Banking Group, which now owns HBOS.
Gaining publicity was easy. Media outlets were queuing up to interview Nikki and Paul Turner, the husband and wife team who exposed the fraud. However, to win compensation the campaign needed to direct this publicity in the following ways:
To use the court of public opinion to pressurise Lloyds to settle without the need for litigation, which would hold up pay outs for many years;
To ensure the messaging emphasised the need for compensation by showing how much victims have suffered;
To target the media that Lloyds directors and shareholders read, in particular the Financial Times;
Ensure everything we said and did gave Lloyds the opportunity to settle with victims in a way that could enhance the bank’s reputation.
Working with the SME Alliance lobby group, a supportive legal team led by Nick Gould of gunnercooke, and other victims, we were able to generate over 100 pieces of media coverage, including features on all the major newspapers and TV news bulletins, File on Four on BBC Radio and a six-page feature in the Financial Times.
Lloyds set up a compensation scheme which started pay outs to victims in June 2017, and settled with Nikki and Paul Turner in November. However, frustration about how this scheme operated led SME Alliance to pressurise Lloyds into agreeing to an independent review of compensation payments, which ruled in December 2019 that Lloyds had to pay a lot more to victims.
CASE STUDY: Opsydia
Opsydia is a company providing laser security marking for diamonds, utilising unique technologies developed at the University of Oxford that can mark beneath the surface of the gems, so the marks can’t be polished off. It planned to unveil this technology to the world and announce a major partnership with a leading diamond producer, De Beers which also had a major announcement to make on the same day.
The Nisse Partnership was brought on board to help ensure Opsydia obtained the maximum coverage, critically with leading diamond industry and mining publications. Stories about De Beers’ announcement in Reuters and the Daily Telegraph gave prominent mentions to Opsydia, the BBC carried an interview with chief executive Andrew Rimmer and there were articles in international outlets including Rapaport Diamond Report and Mining. These have led to business enquiries from a host of potential customers and further media interest in the future development of Opsydia.
CASE STUDY: Jollibee
The Nisse Consultancy worked with award-winning consumer PR agency Munch on the launch of the Jollibee fast food brand in the UK. Jollibee is owned by Manila-listed Jollibee Foods Corporation which wanted to use the opening of its first restaurant in the UK to raise its profile with the financial media and the City. We placed a story about the launch with the Evening Standard and then helped make the best of an existing opportunity with the Financial Times, both delivering full page articles. This was followed up with interviews on the BBC’s flagship Today programme on Radio 4, CNBC, The Telegraph, Reuters, the Press Association and The Caterer. We also helped organise a charity partnership with Family Action, and secure the attendance of a number of key stakeholders at the Grand Opening. Jollibee described Munch’s campaign as “the best organised launch we have ever had.”
CASE STUDY: Iona
The Nisse Consultancy works with Taylor Keogh Communications to support low carbon sustainable fund manager Iona Capital. When Iona’s Leeming biogas plant in North Yorkshire struck a deal with the world-famous cheesemaker Wensleydale Creamery to turn its whey permeate into gas, we saw this as an excellent opportunity to deliver a national media story to build Iona’s reputation. Working with the team at Iona, and with Wensleydale, we developed the narrative and offered it as an exclusive to The Observer. It ran the story as a page lead, focusing on the angle of cheese fans Wallace & Gromit. We sent the story to the national media on the Sunday, and the trade media on Monday. It gained significant follow including page 1 of the Daily Star, page 3 of The Sun, BBC Radio 5 Live, BBC TV Look North and multiple specialist media. We followed this up with a profile of Iona co-founder Mike Dunn in the Yorkshire Post. On the back of this initiative Iona Capital have received a number of enquiries from additional feedstock suppliers and are optimistic they will generate further contracts.